optimizationhttp://blogs.forrester.com/taxonomy/term/9198/all
enCase Study Preview: Adopt Marketing Mix Modeling to Guide Future Investmentshttp://blogs.forrester.com/tina_moffett/14-03-27-case_study_preview_adopt_marketing_mix_modeling_to_guide_future_investments
<p>Consumers interact with brands across various mediums -- their smartphones, computers, call center, in-store -- just to name a few. Their interactions with brands -- from viewing a TV ad to re-tweeting a promotion -- are creating such a rich trove of data that marketers are left wondering: How do I glean relevant insights to optimize my marketing and media? Which channels should I optimize? How can I meet my growth goals while expanding into new, unfamiliar markets and channels? These questions keep marketers up at night; they are looking for best-in-class examples of measurement and analytics success. Well, look no further.</p>
<p>Our latest report, "<strong><a href="http://www.forrester.com/Extract+Business+Value+From+Your+Mix+Model/quickscan/-/E-RES110601">Extract Business Value From Your Mix Model</a></strong>," co-authored by <strong><a href="http://www.forrester.com/Jim-Nail">Jim Nail</a></strong>, showcases USAA's successful approach in leveraging marketing mix modeling to measure channel performance with greater precision and to identify and optimize future strategic investments, including marketing investments, product development, pricing structures, and organizational support. The report highlights USAA's measurement and optimization challenges, how it used marketing mix to help refine metrics and identify the right levers to optimize business strategy and investments, and how it used the results to guide significant customer-driven changes at USAA. The case study is a good blueprint for firms that want to create a marketing mix model -- and how to do it successfully!</p>
<p>We are thoroughly impressed by the analytics and marketing team at USAA; every decision made at the organization is driven by data and insights. Further, USAA is committed to using insights -- including insights from its marketing mix model -- to improve the overall customer experience.</p><a href="http://blogs.forrester.com/tina_moffett/14-03-27-case_study_preview_adopt_marketing_mix_modeling_to_guide_future_investments" title="Read the rest of &#039;Case Study Preview: Adopt Marketing Mix Modeling to Guide Future Investments&#039;." class="node_read_more">Read more</a><div class="categories"><h3>Categories:</h3><ul class="links"><li class="taxonomy_term_12476 first"><a href="/category/marketing_mix_model" rel="tag" alt="See other content with this tag." title="See other content with this tag.">Marketing Mix Model</a></li>
<li class="taxonomy_term_929"><a href="/category/marketing_mix_optimization" rel="tag" alt="See other content with this tag." title="See other content with this tag.">Marketing Mix Optimization</a></li>
<li class="taxonomy_term_9932"><a href="/category/audience_measurement" rel="tag" alt="See other content with this tag." title="See other content with this tag.">audience measurement</a></li>
<li class="taxonomy_term_11539"><a href="/category/cross_channel_measurement" rel="tag" alt="See other content with this tag." title="See other content with this tag.">cross-channel measurement</a></li>
<li class="taxonomy_term_11540"><a href="/category/cross_device_measurement" rel="tag" alt="See other content with this tag." title="See other content with this tag.">cross-device measurement</a></li>
<li class="taxonomy_term_9198 last"><a href="/category/optimization" rel="tag" alt="See other content with this tag." title="See other content with this tag.">optimization</a></li>
</ul></div>http://blogs.forrester.com/tina_moffett/14-03-27-case_study_preview_adopt_marketing_mix_modeling_to_guide_future_investments#commentsCustomer InsightsMarketing Mix ModelMarketing Mix Optimizationaudience measurementcross-channel measurementcross-device measurementoptimizationThu, 27 Mar 2014 18:29:22 +0000Tina Moffett10461 at http://blogs.forrester.comWelcome To The Era Of Digital Intelligencehttp://blogs.forrester.com/joseph_stanhope/12-02-17-welcome_to_the_era_of_digital_intelligence
<p>I'm excited to announce the recent publication of <a href="http://www.forrester.com/rb/Research/welcome_to_era_of_digital_intelligence/q/id/61276/t/2">Welcome To The Era Of Digital Intelligence</a>. This idea has been brewing for a long time, and it shouldn't surprise anybody who follows interactive marketing or web analytics. The macro marketing environment has changed - and continues to rapidly evolve - to accommodate new touchpoints, sophisticated consumers, and highly coordinated multichannel customer experiences. And as the remit of marketing expands, so too must that of marketing analytics.</p>
<p>It's clear that traditional analytics approaches were not designed or intended to handle the breadth of channels, devices, volume, and speed that fuel today's digital interactions. The endemic symptoms of these gaps are plain for anyone to see: the proliferation of analysis tools, the explosion of data warehousing projects, and the struggle to translate analytics into actionable insights. It is abundantly clear that we need to take a step back and re-imagine an analytics framework that adequately supports modern digital marketing.</p>
<p>Forrester calls this updated approach to marketing analytics "digital intelligence," defined as:</p>
<p><em>The capture, management, and analysis of data to provide a holistic view of the digital customer experience that drives the measurement, optimization, and execution of marketing tactics and business strategies.</em></p>
<p>Digital intelligence comprises six "layers":</p><a href="http://blogs.forrester.com/joseph_stanhope/12-02-17-welcome_to_the_era_of_digital_intelligence" title="Read the rest of &#039;Welcome To The Era Of Digital Intelligence&#039;." class="node_read_more">Read more</a><div class="categories"><h3>Categories:</h3><ul class="links"><li class="taxonomy_term_356 first"><a href="/category/analytics" rel="tag" alt="See other content with this tag." title="See other content with this tag.">Analytics</a></li>
<li class="taxonomy_term_160"><a href="/category/web_analytics" rel="tag" alt="See other content with this tag." title="See other content with this tag.">Web analytics</a></li>
<li class="taxonomy_term_10408"><a href="/category/digital_marketing" rel="tag" alt="See other content with this tag." title="See other content with this tag.">digital marketing</a></li>
<li class="taxonomy_term_9198 last"><a href="/category/optimization" rel="tag" alt="See other content with this tag." title="See other content with this tag.">optimization</a></li>
</ul></div>http://blogs.forrester.com/joseph_stanhope/12-02-17-welcome_to_the_era_of_digital_intelligence#commentsAnalyticsCustomer InsightsWeb analyticsdigital marketingoptimizationFri, 17 Feb 2012 20:39:39 +0000Joe Stanhope7340 at http://blogs.forrester.comAmazon Silk Is Amazon's Secret CI Agenthttp://blogs.forrester.com/rob_brosnan/11-09-29-kindle_silk_is_amazons_secret_ci_agent
<p>The new <a href="http://amazonsilk.wordpress.com/2011/09/28/introducing-amazon-silk/">Amazon Silk</a> promises to speed tablet web browsing. It also provides Amazon&#39;s core business with a secret weapon against other retailers. Amazon Silk is essentially a browser that, by default, routes all traffic through a proxy server. Amazon&#39;s back end consolidates multiple calls for images, libraries, and cookies into a single request. The proxy can even pre-fetch future page requests by users (think of search results pages).</p>
<p>How does Amazon Silk provide a competitive advantage to Amazon? Each Kindle Fire device is registered with an individual who is known to and maintains an extensive purchase history with Amazon. Amazon Silk allows Amazon to collect the users&#39; browse behavior beyond Amazon-owned web properties. Regardless of where customers make purchases and whether those products are digital or material, Amazon can use the data collected to its advantage.</p>
<p>Amazon&#39;s new layer of Customer Intelligence permits it to:</p><a href="http://blogs.forrester.com/rob_brosnan/11-09-29-kindle_silk_is_amazons_secret_ci_agent" title="Read the rest of &#039;Amazon Silk Is Amazon&amp;#039;s Secret CI Agent&#039;." class="node_read_more">Read more</a><div class="categories"><h3>Categories:</h3><ul class="links"><li class="taxonomy_term_9889 first"><a href="/category/customer_data" rel="tag" alt="See other content with this tag." title="See other content with this tag.">Customer Data</a></li>
<li class="taxonomy_term_794"><a href="/category/cross_channel" rel="tag" alt="See other content with this tag." title="See other content with this tag.">cross-channel</a></li>
<li class="taxonomy_term_1040"><a href="/category/customer_intelligence" rel="tag" alt="See other content with this tag." title="See other content with this tag.">customer intelligence</a></li>
<li class="taxonomy_term_9198 last"><a href="/category/optimization" rel="tag" alt="See other content with this tag." title="See other content with this tag.">optimization</a></li>
</ul></div>http://blogs.forrester.com/rob_brosnan/11-09-29-kindle_silk_is_amazons_secret_ci_agent#commentsCustomer DataCustomer Insightscross-channelcustomer intelligenceoptimizationThu, 29 Sep 2011 13:13:46 +0000Rob Brosnan6758 at http://blogs.forrester.comThe Lone Cry for Growth In Insurance?http://blogs.forrester.com/ellen_carney/10-10-13-the_lone_cry_for_growth_in_insurance
<p>Yee Hah! The worst recession since the Great Depression was declared officially over in June of 2009. We should be feeling great, since all things considered, the insurance industry fared pretty well when it came to how it emerged from that dark tunnel. But except for one notable role voice, insurers, unlike their banking peers, are still holding back from growing the business. How do we know? We took a look at nearly 5,000 inquiries that Forrester answered for insurers, bankers, and securities firms in the wake of failure of Lehman Brothers to just after this May's Flash Crash.</p>
<p>What was on the minds of insurers during these six quarters? For starters, insurers:</p><a href="http://blogs.forrester.com/ellen_carney/10-10-13-the_lone_cry_for_growth_in_insurance" title="Read the rest of &#039;The Lone Cry for Growth In Insurance?&#039;." class="node_read_more">Read more</a><div class="categories"><h3>Categories:</h3><ul class="links"><li class="taxonomy_term_904 first"><a href="/category/benchmark" rel="tag" alt="See other content with this tag." title="See other content with this tag.">Benchmark</a></li>
<li class="taxonomy_term_146"><a href="/category/best_practices" rel="tag" alt="See other content with this tag." title="See other content with this tag.">Best practices</a></li>
<li class="taxonomy_term_86"><a href="/category/it_risk_management" rel="tag" alt="See other content with this tag." title="See other content with this tag.">IT Risk Management</a></li>
<li class="taxonomy_term_9195"><a href="/category/inquiry" rel="tag" alt="See other content with this tag." title="See other content with this tag.">Inquiry</a></li>
<li class="taxonomy_term_9196"><a href="/category/competitive_differentiation" rel="tag" alt="See other content with this tag." title="See other content with this tag.">competitive differentiation</a></li>
<li class="taxonomy_term_9197"><a href="/category/customer_behavior" rel="tag" alt="See other content with this tag." title="See other content with this tag.">customer behavior</a></li>
<li class="taxonomy_term_9198 last"><a href="/category/optimization" rel="tag" alt="See other content with this tag." title="See other content with this tag.">optimization</a></li>
</ul></div>http://blogs.forrester.com/ellen_carney/10-10-13-the_lone_cry_for_growth_in_insurance#commentsBenchmarkBest practicesIT Risk ManagementInquirycompetitive differentiationcustomer behavioreBusiness StrategyoptimizationWed, 13 Oct 2010 09:23:56 +0000Ellen Carney5205 at http://blogs.forrester.com